Influencer Ad Analysis

Independent Analysis

For this project I selected an ad from @delaneyrowe, who is known for recreating corny scenes and making fun of archetypes of women through dramatic acting on Tiktok and Instagram Reels. She is known for having excellent cinematography and going the extra step when creating content. She created an ad for Gucci in which she did her classic acting as a character in a rom com. Every shot in this ad featured a product from Gucci, as her character was dressed in this brand. The video even featured a “cameo” of the influencer, which further mocked the traditional rom com theme. The characters were styled with Gucci in a very chic way, emphasizing the comfortable yet cute fashion of a romantic comedy, commenters note. Many commenters felt the need to call attention to the fact that the post inspired them to buy the new Gucci items, likely due to a very positive relationship with the content creator. The motive was to influence followers to visit the Gucci Instagram and potentially shop their page. This ad was clearly effective, yet in relation to other posts from the creator, its interaction was below average. Delaney’s average successful interactions are around 150k likes, and the paid partnership post received 21k. The clarity of the brand deal was very clear, although the post didn’t include “#ad”. The influencer included the Paid Partnership header in her post, explicitly stating “Paid Partnership with Gucci”. This is very effective at communicating the fact that Gucci paid her money to make that video for them. Her audience trusts her for disclosing information like this, and if it was leaked that she did not disclose brand deals, her following would crumble. This influencer has paved her way by being seen as relatable and making fun of people who aren’t realistic and down to Earth. If her following were to see that she was dishonest then everything that she built her platform on would be less valuable because she isn’t genuine. That's why the Paid Partnership is great for her brand, as it gives clarity to the motive behind posting the advertisement.